Nokia Supports "Starbucks" Scenario

  |  February 10, 2005   |  Comments

A new wireless marketing platform uses 'point servers' to deliver offers and service alerts via Bluetooth.

Nokia unveiled a platform that supports short-range transmissions of marketing offers and service alerts to mobile phones.

Called Nokia Local Marketing, the system is based on "point servers" that use Bluetooth (define) and other close-range radio technologies to convey a message when a person walks by a service module.

Nokia suggested ideal applications include the quick transfer of restaurant specials and menus, retail offers, transit schedules, and news headlines. Offers and alerts are targeted according to predefined user preferences, but the company did not immediately make clear how that would be implemented. Nokia may intend that service alerts such as train schedules be the main draw for consumers, who will then opt in to receive offers from advertisers. The company did not immediately return a call seeking comment.

In a joint venture, Nokia and client Coca-Cola will demonstrate the service in action at the 3GSM conference in Cannes next week. Interested attendees can use it to get Coke coupons, video clips, and wallpaper. The platform will be made commercially available in the third quarter of 2005.

"The Nokia Local Marketing Solution brings relevant services to consumers at the right time, and in the right place," said Sakari Kotola, director of Nokia Ventures, in a statement. "This is focused marketing, and it all happens on the consumer's own terms."

The platform does not deliver messages to a phone's inbox. Rather, it works by routing messages into separate folders containing "service bookmarks" and "coupons." These can be perused at the handset owner's leisure.

The service will be offered through operators and service providers and will require the installation of Nokia's client software on consumers' handsets. Messages are transmitted when a capable phone passes any of Nokia's service points.

ClickZ Live San Francisco August 10-12: Revolutionize your digital marketing campaigns at ClickZ Live San Francisco! Educating marketers for over 15 years, our action-packed, educationally-focused agenda covers every aspect of digital marketing. Early Bird rates available through Friday, July 17 - save up to $300! Register today.

ABOUT THE AUTHOR

Zachary Rodgers

Until March 2012, Zach Rodgers was managing editor of ClickZ's award-winning coverage of news and trends in digital marketing. He reported on the rise of web companies, data markets, ad technologies, and government Internet policy, among other subjects. 

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Today is our #1 newsletter.
Get a daily dose of digital marketing.

COMMENTS

UPCOMING EVENTS

Featured White Papers

US Consumer Device Preference Report

US Consumer Device Preference Report
Traditionally desktops have shown to convert better than mobile devices however, 2015 might be a tipping point for mobile conversions! Download this report to find why mobile users are more important then ever.

E-Commerce Customer Lifecycle

E-Commerce Customer Lifecycle
Have you ever wondered what factors influence online spending or why shoppers abandon their cart? This data-rich infogram offers actionable insight into creating a more seamless online shopping experience across the multiple devices consumers are using.

WEBINARS

Jobs

  • Sr. Marketing Specialist, PPC
    Sr. Marketing Specialist, PPC (Charter Communications) - StamfordSr. Marketing Specialist, PPC– Digital Marketing Charter Communications...
  • Online Marketing Analyst
    Online Marketing Analyst (FULLBEAUTY Brands ) - New YorkINTRODUCTION: Are you interested in a unique career opportunity where you can represent...
  • Copy Editor
    Copy Editor (ClickZ / Search Engine Watch) - New YorkROLE OVERVIEW The role of the copy editor for ClickZ has many demands. Ultimately, the copy...